bcg2 & Mediacom launch MIT ‘myth busters’ enrolment campaign

MITh Busters 1[3]bcg2 and Mediacom have teamed up with Sela & Pua (SnP) to launch a new study myth busting campaign to boost mid-year enrolments at MIT. This campaign confronts the misunderstandings that many prospective students can have about studying. The campaign uses layered channels to drive enquiries to MIT’s enrolment call centre or to get more course information from Media includes press, mall lites, ad shells, online and radio.

‘There are many barriers to tertiary education. For instance, many people think they have to wait until 2014 for the next academic year to start’ says Bonnie Carboon, Account Director at bcg2. ‘But at MIT you can start a huge range of courses throughout 2013. Other barriers to be challenged are concerns about balancing work and study, and that studying for skills will take too long or cost too much. This campaign busts those myths completely’ she adds.

‘SnP are a great fit with MIT’ says Robin Powell, Creative Director at bcg2. ‘These guys have great chemistry that cuts right through the big brand posturing of most other tertiary institutions. It was clear the first time we discussed what MIT wants to achieve that they are passionate about making a positive difference in the communities that MIT serves across Auckland.’

Media personalities and entertainers, Sela Alo and Pua Magasiva (SnP) understand the importance of furthering one’s education to get ahead in life, especially amongst Maori and Pacific people. ‘Manukau Institute of Technology works around your lifestyle, whether you’re currently working or looking to upskill, there’s definitely a place for you at M.I.T.’ says Sela and Pua. “In this day and age, you need to further your education if you want to get ahead. You have to want to achieve, have the right attitude and be prepared to work hard to make your dreams come true and studying at MIT allows anybody to do just that!’

Vanessa Ellis, Director Sales & Marketing MIT, had this to say. ‘At MIT we always try to prepare people for jobs, careers and to be productive and work ready for employers. There is a fantastic response to this campaign from the Faculties, as it’s something that gets everyone, everyone in the institute, fired up with positive encouragement, because the reason they are here is to make a difference to people’s lives through learning.,


bcg2 & Kingdom of Tonga launch new ‘True South Pacific’ Tourism campaign

tonga-beachbcg2 and the Kingdom of Tonga’s Ministry of Commerce, Tourism and Labour launched a new trans-Tasman tourism marketing campaign on 12th May. This new campaign builds on the 2012 launch of Tonga as ‘the True South Pacific’, and shows the unique natural beauty, culture and holiday experiences available across the 176 islands within the Kingdom of Tonga.

The 2013 campaign is the first time Tonga has advertised on television, and features outdoor creative in NZ and globally online. Running in May and June, the campaign will raise awareness of Tonga to get the destination onto shortlists as Kiwis and Aussies make decisions about their winter holidays.

Tonga’s Minister for Commerce, Tourism and Labour, Hon Dr Viliami Latu said it was an exciting time for Tonga’s tourism sector, and this new campaign demonstrates our commitment to boosting tourism development. ‘Tourism is our government’s top priority for economic development and the potential here is vast. But market research has shown awareness of Tonga as a holiday destination is relatively low. So investing in this profile-building campaign is an essential part of Tongan government plans to boost tourism growth’, he said

Since winning the pitch two years ago bcg2 has worked with the Tongan government on brand identity and tourism development in the Kingdom with the support of the New Zealand Aid Programme. This campaign was a further step-up in activity. bcg2’s CEO and ECD James Blackwood said ‘I’ve fallen in love with Tonga. Culturally it truly is unique and there’s a warmth of welcome and sense of discovery in some of Tonga’s unspoilt outer islands that a lot of holiday destinations claim, but very few can deliver on. It’s also exciting to be working with the Tongan government in implementing a sustainable tourism infrastructure for the long term.

Dr Latu adds ‘We have focused on improving the quality of the visitor experience, and now have an accommodation grading scheme, Tonga Mark, to give assurance to visitors and to travel agents who sell Tonga holidays he said. This year we will extend the grading scheme into transport, taxis and attractions.’

Access to Tonga is easy and inexpensive’ says Deborah Cashmore Group Account Director bcg2. ‘With a flight time of only 2 hours 45 minutes Tonga is the closest Pacific destination to New Zealand, and is only a 4 hour direct flight from Australia. Tonga is less developed when compared to some other South Pacific countries and offers visitors a truly authentic South Pacific experience’ she adds.

The new TV was shot in Tonga early January 2013 by Play Studios, Director – Marcus Ringrose and Produced by Peter Clews’ with Duncan Cole and bcg2 ‘s James Blackwood behind the camera.


Moccona launches flavour infused coffee TVC via bcg2

mocconaMoccona is launching a new brand TVC to support a new range of coffees in Australia. The coffee is infused with hints of smooth Caramel, delicate Vanilla and roasted Hazelnut flavour and will launch into New Zealand in 2013.

The spot was shot by Gregor Nicholas in Santiago Chile with Flying Fish as production house. The ad is part of a trans-Tasman launch campaign and builds upon the premium European imagery of romance that Moccona has established in Australia with iconic communications like the much loved Cinderella and Candles campaigns.

bcg2 is agency of record for the Moccona brand in New Zealand and was asked to lead this launch project in June. “It’s great to be working on both sides of the Tasman for the launch of an exciting new development for the Moccona brand.” Says Michael Jarvis bcg2 Managing Director.

“Moccona gives you the opportunity to tell wonderful stories. It’s a brand that holds a special place in the hearts of its drinkers so winning the opportunity to create the next chapter was a great privilege -and responsibility.” Says James Blackwood bcg2 CEO & ECD. “This commercial steps beyond the iconic jar and focuses on aroma which is new territory for the brand but perfect for ‘flavour infused’. Everyone put their heart and soul into the project and Gregor did a fantastic job of bringing the script to life and injecting a contemporary aesthetic.”

To view ad click here – Moccona ’The Kiss’

TVNZ NZ Marketing Awards, Multiple Winners – Pfizer New Zealand “Avigra” campaign

Congratulations to bcg2 Health’s client, Pfizer New Zealand whose Avigra campaign was one of the biggest winners at the 2012 Marketing Association TVNZ Marketing Awards.

The Avigra Campaign won awards in the following categories;

Innovation – Judges choice

Marketing Leadership – Judges choice

Category – Consumer

Category – Lifestyle / Travel / Leisure

The TVNZ Marketing Awards judges commented, “The idea was revolutionary for the category. They had an existing great brand and the category always says at the end of patents then it’s open for generics. But they turned that assumption on its head and said ‘no, we’re going to use our already strong brand to create a new brand that leverages everything off it, but expands the category at the same time’. They had to go right to the very top of the organisation to get buy in. It was a really big challenge, a really big risk and it really, really worked”

letthegames timtoget morebang


Unlocking indulgent moments with Moccona

moccona2bcg2 recently created a 6-week promotion to tie-in with Moccona’s ‘Room Key’ TVC. We gave consumers the chance to ‘unlock’ some indulgent prizes, simply by buying Moccona. The promotion was driven via online, TV and in-store advertising and directed consumers to a purpose-built Moccona website to go in the draw to win. Prizes ranged from Gold Class movie tickets, magazine subscriptions, beauty treatments and more. Runner-up prizes of Moccona coffee were awarded too.

The promotion was a big success for Moccona – and even better, there were plenty of happy customers who got to enjoy some indulgent moments.

Supporting Elements:

–       15” Promo TVC

–       In store Shelf talker

–       On pack sticker

–       Interactive Microsite

–       eDM to Moccona database

–       Online banners

–       YouTube advertising

“Supplier of the Year, Best Marketing Campaign” at Pharmacy Awards

hardchoicebcgHealth and Pfizer New Zealand have won the award for “Supplier of the Year, Best Marketing Campaign” at the New Zealand Pharmacy Awards dinner. The award was given for the current Avigra (generic Viagra) Campaign.

Uniquely both Pfizer, the manufacturer and bcg2, the advertising agency submitted a joint entry to this award illustrating the strong team work that took place in order to create this highly successful campaign.

Stuart Ogden, bcg2 Health GM, said “Pharmacy is a key channel for the healthcare market, so it’s great to be recognised for best in class work.”  “This highly successful campaign has not only defended the majority market share held by Viagra but has substantially grown the overall Pfizer share of the mens’ erectile dysfunction market.”